ROOM FOR CHANGE
CASE STUDY
About Room For Change
Room For Change is a Mental health practice with almost 30 clinicians that focuses on inclusivity and community outreach in the Dallas area. They have two main locations. The Garland location is more general while the Oak Lawn location is centered in a historic LGBTQ+ area in Dallas.
The counselors at Room for Change believe you are making a great investment in yourself or a family member by looking into counseling services. Although their primary focus is traditional talk therapy and couples counseling, they also offer EMDR (eye movement desensitization and reprocessing), sensory meditation, and art and music therapy elements.
Room For Change specializes in:
Trauma
Anxiety
Grief & Depression
LGBtQ+ Affirming
Muslim Therapy
Teens & Young Adult counseling
Impulse control
etc.
The Challege
“Filling the caseloads of our full-time staff was very difficult. We were hit with droughts during the summers and holidays, and clients were having difficulty finding us.”
- Amanda Esquivel, practice owner and lead therapist
Like most of our Therapy & Group Practice clients, there can be a struggle to get your name out there and find the right clients especially if you offer specific niche mental health services.
We were uniquely qualified to help Room For Change
We have lived experience in the Dallas-Fort Worth area which helped us to better understand their marketing needs in the different communities they served. In addition to just helping with their Google Ad needs we actually educate our clients on best practices not only for their digital advertising but their Website & SEO as well so that their overall marketing strategy will yield the results they’re looking for.
The Key
The primary solution to Room For Change’s problem was finding the right audience for their ads. Since they have a big focus on community building and accessibility, the campaigns needed to show up in front of people who were in need of affordable mental health care as well as those willing to pay for the higher-priced sessions.
This meant dividing ad groups based on different demographics according to what the practice needed most. For their low-cost associates, couples and marriage therapy was not the primary client in their caseloads because they were just beginning their therapy journey. This led to different household incomes being used for marriage/couples/relationships ad groups to ensure that the audiences seeing the ads were willing to pay the private pay rate associated with more experienced therapists.
Additionally, their Oak Lawn location has a vastly different audience and cost per conversion/click than their Garland location. To address this, the ad text and audience targeting for that specific campaign relied more on the experience and knowledge that RevKey had of the surrounding area. Digging deeper into the type of people, incomes, and resources that the various neighborhoods of the surrounding Oak Lawn area gave better insight as to which areas would be better to target for the campaign.
While the initial campaigns we started with were the standard type we use for our clients, I noticed right away that Room for Change was growing rapidly (both in therapists and locations), so we had to consistently alter what our strategy would be to maximize the budget they had for their ads while filling their old and new therapists caseloads simultaneously.
Gianna Cantu, RevKey Digital Marketing Pro
The Results
Cost-per-conversion gives you a better understanding of the potential return on investment.
With a practice like Room for Change who have session rates ranging from very low to average (for the area), a good return on investment is pivotal to helping the business grow. They are committed to being an accessible mental health resource for low income areas so a profitable cost per conversion gives them the ability to stay low-cost for the community that needs it most.
Since Room For Change has been in a growth mindset since 2022, the objectives of their various campaigns have changed. The main campaigns for their locations (Oak Lawn and Garland) are still relatively the same, but we have also added separate campaigns that help fill their individual or niche areas more effectively.
For example, they have a new clinician who specializes in veterans mental health, Latinx clientele, and men’s therapy. RevKey created a PMAX campaign that was directly targeted towards those audiences so that we could help Room for Change fill that therapists caseload more effectively.
Cost-per-Conversion
$178.13 cost per conversion in 2022 compared to $38.88 cost per conversion in 2023
Almost immediately were able to reach a more specific target audience based on the different needs of RFC’s business and fill more of their therapists’ caseloads with clients who fit their individual therapist’s specializations.
Over the course of working with RevKey, from 2022 to now, Room For Change has been able to expand its Oak Lawn location, add more services to its base therapy practice (IOP, testing, & niche specializations), and increase their overall brand awareness.
Conversion Rate
3.48% conversion rate in 2022 to 9% conversion rate in 2023
“ I was very impressed by John. Then I met Gianna and she blew me away! She knows her stuff and walks me through very thoroughly where our money is going and makes targeted suggestions on what to do next with our campaigns. I haven't met the rest of the team, but these 2 are a powerhouse!”
Amanda Esquivel
Owner and Lead Therapist